marketing channels a management view (英文版).ppt

Marketing Channels and Supply Chain Management Chapter 13 Objectives Know why companies use distribution channels and understand the functions that these channels perform. Learn how channel members interact and how they organize to perform the work of the channel. Know the major channel alternatives that are open to a company. Objectives Comprehend how companies select, motivate, and evaluate channel members. Understand the nature and importance of marketing logistics and integrated supply chain management. Case Study Dominates world’s markets for heavy construction and mining equipment. Independent dealers are key to success Dealer network is linked via computers Caterpillar stresses dealer profitability, extraordinary dealer support, personal relationships, dealer performance and full, honest, and frequent communications Traditional View: Logistics in the Manufacturing Firm Profit 4% Logistics Cost 21% Marketing Cost 27% Manufacturing Cost 48% Supply Chain Management: The Magnitude in the Traditional View A typical box of cereal spends 104 days from factory to sale A typical car spends 15 days from factory to dealership PG estimates it saved retail customers $65 million by collaboration resulting in a better match of supply and demand Definition Value Delivery Network The network made up of the company, suppliers, distributors, and ultimately customers who “partner” with each other to improve the performance of the entire system. What is a Supply Chain? Nature Importance of Marketing Channels Channel choices affect other decisions in the marketing mix Pricing, Marketing communications A strong distribution system can be a competitive advantage Channel decisions involve long-term commitments to other firms Nature Importance of Marketing Channels How Channel Members Add Value Intermediaries require fewer contacts to move the product to the final purchaser. Intermediaries help match product assortment demand with supply. Intermediaries help bridge major